OTT video. iTunes Store. Apple TV Pro

Netflix passed 1 billion view hours per month in last June which is a milestone of Over-The-Top video market. Why OTT? As Steve Jobs said in D8: people loves watching video whenever they want and wherever they want.

Last week I was in Taipei. At the same time we had the EURO 2012 quarter and semi finals. It was sad that soccer was not popular in Taiwan and therefore this global sport event was not available on anyone of the 100+ TV channels in Taiwan! The only way I could watch the games was to go to the pub Brass Monkey at 2:30am! I missed many games…

I am subscribing IPTV in Hong Kong. Hopefully someday the IPTV service will offer 3-screen service (with little geo restriction) and then I can watch my subscribed live sport content anywhere even when I am out of HK! People are willing to spend a bunch of money for timely content.

Last week we had the iTunes Store opened in HK as well as some Asia countries. Finally, I can buy song at any moment I want to. MJ’s Human Nature is now on my iPhone. Hopefully the movie Immortals will be available in iTunes Store HK very soon!

Why rent movies from iTunes rather than IPTV paid-by-view offers? Anytime, anywhere and any device. OTT is not a why but a when question for cable TV and IPTV operators.

Just call my name and I’ll be there.

Steve mentioned in D8 that Go-To-Market was the biggest problem of the innovation in TV market. There are different TV regulations in different countries to govern local TV broadcast industries. Assuming those regulations do not apply to iTunes Store video service and people are happy it, why people will buy a new TV from Apple to consume OTT video content is a core part of GTM strategy.

If I am going to replace my personal LCD TV/monitor and Apple TV, I would like the new device can
1.do what a standard HDTV can do
2.act as a Apple TV and support AirPlay
3.access to great video content (iTunes Store movie and music are now available in 60+ markets. Can do a better job to provide more content, to more markets)
4.support access to more 3rd party content apps (and by doing so it helps cable operators to offer 3-screen services on iDevices. Help them help you.)
5.act as a better secondary monitor
6.FaceTime

Here are my expected spec of the coming “Apple TV Pro”
-27″ or larger Retina Display, 2880×1800
-standard TV i/o interfaces
-built-in Apple TV
-remote control (likely with keypad slider)
-network: 802.11a/b/g/n WiFi and FE port
-2x Thunderbolt ports
-1.2M pixels front camera and FaceTime HD
-a new Remote app for iPhone and iPad
-support customized apps

These items can be found by pieces in different Apple products today. The technologies are already ready! When we can buy “Apple TV Pro” in those markets with iTunes Store?

“(The TV and movie market) is changing a lot in the next 24 months” Steve shared in D8, June 2010.

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